The Brand Behind Your Brand: How Shire Beds powers over 170 retailer labels with sustainable, FSC®-certified sleep solutions.
In a market where brand identity matters more than ever, smart retailers are turning to own-label solutions to stand out and scale sustainably. Enter Shire Beds Limited—the brand behind your brand—quietly powering over 170 private-label ranges for furniture and sleep retailers across the UK and beyond.
Shire Beds’ highly regarded white-label manufacturing programme enables partners to build their own brand of beds and mattresses—offering a seamless route to premium, British-made products under their own names.
Own-Label That Builds Brand Equity
Retailers benefit from a complete private-label package, including:
• Custom product development and design
• Bespoke branding, packaging, and POS
• Reliable UK-based manufacturing and delivery
• Marketing and technical support
“We’ve built a business by building others’ brands,” says Fara Butt, Director at Shire Beds. “Our partners trust us to deliver on quality, ethics, and innovation—while they grow stronger as the face of their own ranges.”
Certified Sustainability: FSC® at the Core
As an FSC® (Forest Stewardship Council®) accredited manufacturer, Shire Beds ensures that all timber-based materials are sourced responsibly and ethically. The company integrates sustainable practices at every stage, from:
• FSC®-certified timber for divans and frames
• Natural and recycled fillings
• Low-waste, energy-efficient production
• Eco-conscious packaging options
These practices help retailers not only meet rising consumer expectations but also demonstrate genuine commitment to environmental, social, and governance (ESG) principles.
Why More Retailers Are Choosing Shire Beds
• 170+ Active Own-Brand Partnerships
• FSC®-Certified & ESG-Aligned Manufacturing
• 100% British Made at a purpose-built West Yorkshire facility
• Fast Turnaround and dependable logistics
• Retailer-Focused Innovation in design and materials
Powering Profitable, Purpose-Driven Brands
As retail continues to shift toward purpose and personalisation, Shire Beds remains a steadfast manufacturing partner, helping businesses of all sizes create branded sleep solutions that are profitable, ethical, and uniquely theirs. “Because at Shire Beds, we don’t just make beds—we build brands,” adds Fara.
Shire Beds supplies widely into the high street and online bed specialists as well as nationally into the contract and hospitality sector.
